Macmillan Cancer Support uses WAP to increase donation revenue

Incentivated, the mobile marketing company, have knocked up an excellent way of extending the amount of money people are able to donate to Macmillan via text.

Here’s how it works.  You donate money by sending SUPPORT to 85222 which then takes £3 from your mobile bill.  All straight so far.  However: –

Once the donation has been made a WAP Push message is sent to the donor asking them to go online to a Macmillan-branded Mobile Internet Gift Aid form where they can confirm they are a taxpayer, allowing Macmillan to claim an additional 28% from HM Revenue & Customs.  This is a first for the charity industry.

That’s pretty nifty.  I hope it’s implemented for more charities soon.